Sharjah24: The Sharjah Social Services Department (SSSD)has inaugurated the “Respect for Parents Ambassadors” initiative, marking the second key component of its broader “Awareness Ambassadors” programme, which began in early 2024 under the slogan “From the community and to the community.” This launch follows the positive reception and measurable impact of the initial module, “Ambassadors of Safe Digital Life,” which aimed to educate children on digital safety.
The new module continues the mission by instilling family-oriented values and reinforcing the importance of intergenerational respect, especially towards parents and grandparents. It targets approximately 800 participants between the ages of 6 and 17 from within the community, with enrolment now open via the department’s official website: https://sssd.shj.ae.
Empowering children to lead family-centred change
According to Maryam Majid Al Shamsi, Director of the Branches Sector at SSSD, the “Respect for Parents Ambassadors” programme is designed to raise awareness among children about the importance of honouring one’s parents. It encourages children to take active roles in organising events and awareness sessions that target families—specifically parents and caregivers—through knowledge-based and media-supported engagement. These initiatives are implemented in partnership with key stakeholders across the emirate.
Al Shamsi highlighted the programme's multifaceted goals, including fostering a generation that is socially aware, emotionally connected to their families, and equipped to contribute meaningfully to society. The curriculum promotes intergenerational communication and creates joint child-parent activities to strengthen familial ties. Core values such as responsibility, compassion, sustainability, and respect for the elderly are central to the programme’s philosophy.
Children’s skills in awareness creation and public engagement are also a priority, as these competencies are seen as foundational for their future roles in society. To guide participants, a comprehensive manual has been developed, detailing all programme pillars and requirements for earning the title of “Respect for Parents Ambassadors.”
Looking ahead: expanding future awareness themes
Al Shamsi praised the department’s strategic vision for expanding the “Awareness Ambassadors” initiative, noting that several future modules are already in development. Among them is the “Ambassadors of Protection” module, which will teach children how to identify and avoid various forms of abuse. Another upcoming component, “Ambassadors of Volunteering,” aims to instill a culture of volunteerism and community service in children from an early age.
These future initiatives are considered a natural extension of the department’s evolving awareness strategy, reinforcing its commitment to nurturing a well-informed and socially responsible generation.
Innovative peer-led learning for real-life impact
The “Awareness Ambassadors” programme stands out as a community-rooted initiative that professionally and creatively prepares children and adolescents to become active messengers of social awareness. The model emphasises peer-to-peer education, believing that children can influence one another more effectively due to shared experiences and communication styles.
Participants are equipped with a blend of cognitive, practical, and media-related skills. The programme employs modern, age-appropriate methods to enhance the reach and resonance of its messages. By enabling young people to share knowledge with their peers, the department aims to create a ripple effect that embeds social values more deeply within the community.
Each programme module is carefully selected based on real data and societal needs assessments. This ensures that every topic aligns with the actual challenges facing children today, enabling the creation of purposeful and impactful awareness campaigns.
Programme goals at a glance:
• Develop socially aware young ambassadors who deliver messages derived from their daily experiences, ensuring that the content resonates authentically among peers.
• Create a sustainable leadership model where the child drives the content and direction of the awareness initiatives.
• Foster leadership skills and personal growth through engaging, constructive activities that boost confidence and independence.
• Promote cross-sector collaboration by involving all child-focused entities to contribute their expertise to building a well-rounded support system.
For an optimal experience, please
